Is Facebook becoming the social network for the older generation?

The market research firm said it was predicting that this year, for the first time, less than half of internet users in the USA aged between 12 and 17 will access Facebook at least once a month.

The report is the latest to highlight Facebook's problem with attracting and keeping young people, who have always been a core user base for the world's biggest social network.

A 5.8 percent decline in users between 18- and 24-years-old. This is the first time eMarketer has ever predicted a year-over-year decline in usage for this age group, though it has happened before.

This may come as a shock to you, but all the young'uns are starting to decide that Facebook is not cool any more.

The report adds that while Facebook has so far been able to keep hold of younger users as they switch to other services such as Instagram, which it bought in 2012 for US$1bn, defectors are now increasingly heading to rival Snapchat. The same trend is expected to continue into 2019 and 2020, with declines in all segments of United States users under 25.

According to Debra Aho Williamson, a principal analyst at eMarketer, younger users are drawn to Snapchat because of fun posts that disappear after some time.

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Snapchat will rack up 86.5 million users, this year - an increase of 9.3% compared to 2017. The overall monthly increase in users that Facebook likes to showcase during its earnings calls is mainly the result of older and worldwide users.

Snapchat has also introduced a range of interactive features that have appealed to teen audiences, in turn driving up the user number. But now, they are flocking to Snapchat, and the ephemeral photo-sharing app's recent redesign is expected to accelerate this exodus.

Snapchat's ability to beat Facebook among teens highlights the success of its strategy.

Teens still use Facebook a great deal, for whatever cause it may be, it is still a visited page, but, over the years and the increase of popular social media platforms, Facebook is definitely no longer seen as the most important or prestigious social network amongst this age group. At the start of the year, Facebook promised changes to its product to try to brighten the mood and foster more community pride on the social network. But there were controversies, too: allegations of Russians meddling in the election, fake news, metrics errors, and a growing body of research showing how using social media can harm mental health.

Instagram is still bigger in the U.S. than Snapchat. The report specifically mentioned Instagram; predicting a growth of 13 percent in the current year-105 million users to be precise. "That's the predicament Facebook is in", the report noted.

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